Google Ads (AdWords)
Responsive Search Ads (RSAs) now the default ad type in Search campaigns
On 18th February 2021 Google announced:
Using machine learning, responsive search ads automatically identify the best combination of headlines and descriptions to deliver the right ad to the right person. In fact, we’ve seen advertisers that add responsive search ads in their ad groups achieve up to 10% more clicks and conversions.
This is another shift towards automated PPC management and performance. When comparing the two types of ads, we’ve seen ETAs perform with better Click-Thru-Rates (CTRs) however RSAs do appear for more searches and leverage more clicks, which we know are KPIs to measure for RSAs. Although the move towards automation may make some PPC professionals a little apprehensive, there are some features that RSAs offer over ETAs:
- Ad strength
- Location insertion and countdown ad customisers can be used
- Work well with Smart Bidding and broad keywords (according to Google)
- Cross-campaign asset reporting – on the Assets page you can check the headlines and descriptions from all your RSA ads in one place.
ETAs can still be created, with no set date on their expiration as of yet.
» Read more here.